It was probably inevitable that Justin Bieber would end up starring in a Super Bowl ad, and so it’s come to pass. His co-star, though? Less expected.
Bieber and Ozzy Osbourne will team up to shill for Best Buy during Super Bowl XLV, USA Today reports. Their ad is scheduled to air during the third quarter of the Green Bay Packers-Pittsburgh Steelers contest. Just what the odd couple will be selling, however, remains under wraps.
“Justin Bieber is the biggest star out there, but that’s not why he’s in the spot,” Drew Panayiotou, Best Buy’s head of marketing, tells the paper. “He symbolically represents something important to the brand message.”
Best Buy is reportedly trying to change its image as a big-box store that sells TVs and home electronics to one that’s on the leading edge of emerging mobile technology; the Super Bowl ad will be the start of a larger campaign featuring Bieber — who, according to USA Today, is also getting paid to hawk Best Buy to his millions of Facebook fans.
The content of the ad is under wraps, but we’re going to go ahead and guess that it has something to do with the social media-savvy Bieber schooling the perpetually addled Ozzy on the usefulness and coolness of certain Best Buy products and services.
You can see Best Buy’s $3 million-or-so investment in Bieber during FOX’s Super Bowl broadcast on Feb. 6.